Britannia Bourbon sparks worldwide debate with its chocolate layering

Britannia Bourbon has rolled out a campaign to highlight its triple-layered chocolate biscuit. 

Conceptualised by The Womb, the film portrays the intrigue surrounding Britannia Bourbon's innovative triple-layered chocolate delicacy. As the narrative unfolds, it playfully engages international delegates in a debate regarding whether the biscuit is genuinely composed of chocolate stacked upon chocolate upon chocolate, or perhaps chocolate nestled beneath chocolate beneath chocolate.

Amit Doshi, chief marketing officer, Britannia Industries, said, “Britannia Bourbon has been the quintessential creme biscuit of India for generations. A treat to the taste buds and sparking joy in every household, teaching us the real treat for chocolate layers between the sugar-sprinkled biscuits. Britannia Bourbon has captivated millions with its rich flavour that is so unique to create a cult following like no other.”

Doshi added, “Today, we take a momentous step forward by introducing the all-new Britannia Bourbon with the new packaging that highlights its multiple layers of chocolate. This is a testimony of our dedication towards delivering innovative and superior taste experiences for our consumers. The much loved classic Britannia Bourbon for its exquisite blend of chocolatey goodness, and now we're taking that delight to new heights with three delectable layers of chocolate indulgence. We have increased the product supremacy by adding more chocolate to make it even more indulging. The television commercial creatively conceptualised by our partners, The Womb, brings to life our new brand proposition, which celebrates not just the layers of chocolate but also the layers of emotion, nostalgia, and joy that Britannia Bourbon brings to every bite.”

Suyash Khabya, creative head, The Womb, said, "The account manager and planning said Britannia Bourbon ki brief hai 'chocolate pe chocolate pe chocolate' (the brief for Britannia Bourbon is chocolate on chocolate on chocolate). On expected lines, creative said 'don't agree'! It's chocolate below chocolate below chocolate'. And boom! That was the idea. A debate. But rather than keeping the debate to a gully in India, we took it global. Gave it a scale. We got the world to argue, and aggressively. A simple idea but unignorable. Or is it the other way around? Now, that's another debate."

CREDITS: 

Client: Britannia

Agency: The Womb

Founding partner: Kawal Shoor and Navin Talreja

Creative team: Suyash Khabya, Gunjan Gaba, Paritosh Lonkar and Ankita Sawant

Account planning: Neha Punjabi, Mitali Kamath, Ramanathan Venkataramani, Gaurav Joshi

Account management: Heval Patel, Nirmalya Dattaray, Mariam Jhabuawala

Production house: Chrome Pictures

Director: Roopali Singhal

Producers: Daniel Amanna and Kush Malhotra

Brand team: Amit Doshi, Siddharth Gupta, Vinith Muralidharan, Kunal Venkataraman